Insights
Industry
People
Culture
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
Insights
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
ABOUT US
CONTACT US
ADVERTISE WITH US
Insights Industry
Back
The Tempest: We Are More than Content Diversity
By Communicate StaffTue, Apr 23 2019

Contact
the-tempest-we-are-more-than-content-diversity

Launched during SXSW in April 2016, The Tempest is a media company by women, for women, with a focus on media presentation of various groups across the world. Not only content wise, but also on employees level, and other levels of stallholders. Communicate spoke with  Mashal Waqar, the co-founder of The Tempest, a media company  that identify itself as a global next-generation women’s media company. From news to pop culture to running a book club, the company tells a story by talking to their audience in a personalized tone. They believe that the key to their success is their approach to their audience. “We are trying to change what media means to you,” said Waqar in an interview in Dubai.

For the Tempest, the growth mindset is another aspect of their success. Hence, they have focused the website’s content on diversity, with a philosophy that content can drive change.

How is The Tempest different from other female driven content providers?

So 88 per cent of media companies, for women are owned and run by men. So you might have taken representation in your company in terms of content, but who will have the impact of any decision. But in terms of how, we are different, we are bringing you the perspectives you are not going to see anywhere else because of who we are. It is at the core values. Diversity, is such a big word, sometimes, actually, a lot of times, it’s a buzzword, but when you are with it, you could have open conversations about anything.

How do you take your decisions?

We see growth as a sort of  a melting pot within which all the different departments fall under.  I think it’s important to trust people in terms of what they want to bring on board in terms of what projects they really want to lead. But it’s also important to reinforce different decisions with the vision that you haven’t laid that down.So when it comes to decisions, it’s really just depends on what it is in specific because there’s a lot of times where we have very different opinions on a lot of things than data. If there is something we want to test out, we work on improving it first then we test it.

Where do you get your data from?

So we have different analytics tools, and  from a social point of view, we look at numbers in terms of engagement, in terms of which region is interested and in what type of content.

Who are your biggest readers.

So millennials initially, but we’ve seen an older demographic from this region [Middle East] that read our content more. So I’m speaking initially about 18 to 25 year old were our largest audience. Right now we’re seeing an  increasing interest in terms of people reading our content from the 24 to 35 age group in this region. So that’s been really interesting to see- in Saudi in particular.

How do you strategize to innovate within the platform?

So there’s the tech point of view, which is testing out, would users really like? What’s easier on the eyes- from a user experience point of view.  I think it’s important to focus on an interest and really get results and data on what do your users interact with? What’s going to make them click on to the next article, and what really gets them hooked? and then from a content point of view, what’s working best? At times, it is different tools like testing out what images and what titles you have, right?

So at any given day, we are running multiple tests on the same pieces, to understand what does better,  based on the data, we then try to do more of it. We believe no matter how good your SEO is, or no matter how well you’re able to title, an image and all that stuff,  if your content is not good enough, people are not going to read it. It is important to perfect the art of storytelling.

Do you think your audience are from muslim majority countries?

That’s a common misconception. We have even been called a muslim media company, but the truth is we are actually not. We are a media company for women and that’s it. When you look at a lot of platforms, I think this is also where content comes into place[to change the image of the company].  Just realize running a startup is not easy. People get behind these viral campaigns, and you know, they’re sharing all these things.People really do come together.

 

 

RELATED TOPICS
Data Development Digital Learning Media Tempest Website
MORE IN Industry
Industry
November 01, 2020 How to Build a Winning Gen Z Strategy on Mobile

App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]

Industry
October 28, 2020 Micro-Influencers Are Still an Important Channel in the Marketing Funnel

Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]

Industry
October 28, 2020 Global Media Insight Report Provides Concise Picture of Media Trends in UAE & KSA

Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]

Industry
October 27, 2020 Socialbaker’s New Report Highlights Slow Return to Normalcy in Digital Space

Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]

Subscribe to

our newsletter.

This site uses cookies: Find out more.

Logo
  • Insights
  • Industry
  • People
  • Culture
  • Brand Studio
  • Facebook Hub
  • Choueiri Group Deep Dives
  • OMD Corner
  • LEAD with ABG
  • About Us
  • Contact Us
  • Advertise With Us
  • Privacy Policy
  • Disclaimer
NEWSLETTER

Get a monthly round-up of Communicate's best insights

© 2020 communicateonline.me
About Us
Contact Us
Advertise With Us
Privacy Policy
Disclaimer
icon
icon
icon
icon
icon
© 2020 communicateonline.me